The big push

Published on February 19, 2001.

Levi Strauss' spring campaign for its casual Dockers line, from True North Communications' FCB Worldwide, San Francisco, is a variation on its "Nice Pants" tagline campaign, and its target is women as well as men. The print work features a woman, apparently so smitten with her Dockers she sleeps with them. The copy-which asks "Wouldn't it be nice to dream of a champagne lunch on a pink cloud with some handsome stranger, who can't stop complimenting your new pants?"-highlights the words "nice" and "pants." Art director: Robert Lussier. Copy-writer: Jennifer Larsen.